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Rebranding Case Study: Guiding a legacy of 70+ years into the future

When a retired occupational therapist and a retired registered nurse first opened their home to children with complex medical and developmental needs in 1947, their idea was a radical one. While the humble farmhouse and original duo have since expanded to a state-of-the-art campus and specialized teams, we preserved Cedarcrest’s unwavering passion and enthusiasm for their original mission with a vibrant, modern look and feel.

WHAT WE DID
  • Rebranding
  • Illustration
  • Website design

Photos courtesy of Cedarcrest

Rebranding

To find the perfect balance between honoring the past and modernizing for the future, we conducted a series of focus groups with Cedarcrest’s frontline staff, management team, advisory committee, board of directors, donors, volunteers, and medical referral partners. The extensive audience research provided specific direction for creating a refreshed brand that is poised to help a 70+-year-old organization continue to grow and thrive for the next 70 years.

BEFORE
Cedarcrest Center logo with a tree, house, heart, and tagline: Exceptional Medical Care and Education—a great case study in effective rebranding.
AFTER
Cedarcrest logo with abstract figure and heart, reflecting our rebranding and tagline: Exceptional Complex Care and Education.

Illustration

After establishing the new look and feel of the Cedarcrest brand, we leveraged the lively color palette and took inspiration from the artwork of their students and residents to create playful illustrations that reflect the joyful, caring spirit of the multifaceted organization. While various teams and services each have their own unique sub-brand, they complement each other and tie back to the overarching identity through their mutual starting point as the “C” in Cedarcrest.

Abstract logo for a rebranding case study, featuring red curved lines, a purple circle, and a small orange triangle on a white background.
Abstract butterfly illustration, inspired by a rebranding case study, features a red body, orange dots, and purple wings on a light background.
Simple illustration of a butterfly with a green body, yellow wings, and two orange dots on a white background—perfect for presenting a rebranding case study with a fresh, vibrant visual.
Minimalist illustration of a purple dog with an orange heart above its nose on a white background, perfect for a rebranding case study.
A purple rainbow shape with an orange door underneath and an orange heart above it on a white background, ideal for a rebranding case study.
Simple illustration of a smiling face wearing purple headphones and orange ear pads on a white background, perfect for a case study on rebranding with playful, modern visuals.
A stylized purple Mb with orange semicircles on a light gray background, perfect for a rebranding case study.
Minimalist illustration of an animal face using orange, red, and purple shapes on a white background—perfect for a rebranding case study seeking bold, modern visuals.
Simple rainbow illustration with three arches in yellow, red, and green on a plain white background, perfect for a rebranding case study or creative project.
Minimalist drawing of a rainbow with four arches in yellow, red, blue, and green on a white background—perfect for a rebranding case study that seeks vibrant simplicity.
Two abstract green trees with purple trunks on a light gray background, ideal for a rebranding case study.
A simple red apple outline forms a heart shape, perfect for a rebranding case study, with a green leaf and a small orange heart inside.
A simple purple stethoscope icon with an orange circle on a light gray background, perfect for case study visuals or medical rebranding projects.
Yellow stethoscope icon with an orange chest piece on a light gray background, ideal for a rebranding case study in healthcare.
A simple design with a central orange circle surrounded by four yellow curved shapes on a light gray background, ideal for illustrating a rebranding case study.
Simple turtle illustration with a green shell, purple eye, and an orange heart-shaped body on a white background—perfect for rebranding or as a case study in creative design.
Two simple green wavy lines stacked on a light gray background, resembling stylized water waves—perfect for a rebranding case study or visual identity project.
A computer and phone display a website case study featuring a smiling child in a wheelchair with a caregiver.

Website design

To effectively convey the culture and nature of Cedarcrest, we created a clean, modern website that leveraged the extensive collection of high-quality photography of their campus and people. In addition to aesthetic updates, we also reorganized the overall site structure to provide a more fluid user experience with improved navigation and faster page load times.

CedarcrestCenter.org

“

“Cookson Communications has been instrumental in refreshing our brand and launching our new website. Their responsive, collaborative, and creative approach to rebranding, including logo and tagline updates, has helped us modernize while maintaining respect for our 77-year legacy. The team’s dedication to understanding our unique goals and providing expert guidance has been invaluable. We’re so grateful for their partnership in helping us achieve our vision.”

Jay Hayston, LP.D, MBA

Cedarcrest President & CEO

Smiling girl in a striped shirt and scarf sits indoors with others, including someone in a wheelchair, as they discuss a rebranding case study.

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Crisp Print Pieces by Sky

Give your print pieces a satisfying CRUNCH! with compelling content, on-brand design and layouts that stay fresh, not stale, all season long.

Serves

In-person audiences

Cook Time

varies, depending on deadlines

Prep Time

1-4 days

Ingredients

  • 1 brand guide

  • Content, to taste

  • Imagery (homemade preferred)

  • 1 half-doz. layout sketches

  • 1 creative brief

  • 1 preferred printer

  • Paper stock, varying in lbs.

Directions

  1. Gather ingredients, then open InDesign (or layout software of choice) to prepare your pieces.

  2. Arrange content across pages, blending white space and hierarchy; proofread carefully between each revision and strain out typos.

  3. Simmer typography, colors and placement until consistent and cohesive.

  4. Top with QR codes, sample test prints on paper stock and serve hot off the press!